چکیده:
In this research, researchers deal with the study of the antecedents and consequences model of the brand attachment in the form of CBR. In this study, consumer-brand relationships are divided into two kinds: communal and exchange ones. The statistical society totally consists of 864 students of the marketing in Tehran City. The available relationships in the model are separately examined by using the structural equations modelling (AMOS 5. 0) within each group in order to test the model and hypothesis. The results of the research show that the variables including brand experience, brand love, commitment, trust, in the communal group play a more effective role than the others in producing the brand attachment, also the variables such as brand reliability, brand satisfaction in the exchange group are among the fundamental ones for developing the brand attachment. This study is the first attempt to identify the importance of relationships aspects in young adult consumer. The current study extends branding literature by shedding lights on the roles of communal/exchange relationships factors in brand management, which also help brand managers.
خلاصه ماشینی:
The results of the research show that the variables including brand experience, brand love, commitment, trust, in the communal group play a more effective role than the others in producing the brand attachment, also the variables such as brand reliability, brand satisfaction in the exchange group are among the fundamental ones for developing the brand attachment.
Therefore, the next hypothesis is as follows: H3: Product attachment positively influences brand attachment According to the congruence theory, individuals (or consumers), based on their personal features, values and self-image or to the image they desire to show to others from themselves, establish a relationship with a brand (Geyer et al.
It was classified two groups based on the psychological studies on consumers (Clark & Milles, 1993) that according to their features, individuals were divided into two separate groups by considering their past experience and brand attachment.
, 2011) while the items measuring brand reliability (2 items) were drawn from (Delgado – Ballester, 2004) and brand personality (2 items) were drawn from (Aaker, 1997) In the second part (sincerity and competence), brand love (2 items) was drawn from Carroll and Ahuvia (2006) ,brand satisfaction (2 items) from Oliver (1981) and Day (1984), brand commitment (4 items) was drawn from Fullerton (2005) while the (3 items) measuring brand experience were drawn from (Brakus et all, 2009), brand attachment (3 items) from Lacoeuilhe (2000a), brand trust (3 items) sung & kim (2010), brand loyalty(4 items) from Zeithaml et al.